Mudra's perceptive insight that fairness in a country like India would be identified with 'more opportunities and choices' helped it make a brand leader out of Godrej FairGlow soap. Here's the lowdown on how it went about it….

So, while Mudra's consumer insight that 'Beautiful people have more opportunities in life' may not have been exactly politically correct, it definitely helped in pushing Godrej's FairGlow soap to the top of the heap in less than two years.

Making its debut in an already over crowded market, FairGlow had to bank on its USP of providing fairness through a soap. While initial communication focused on this very evolved benefit from a bath that a soap was offering users, Mudra identified its target audience - the small town teenaged girl, with a mindset that fluctuates between the need to belong and the new wave of self determination. The agency also zeroed in on the most crucial event of her life - marriage.

The brand was then built around this event and the insight about beautiful (equated with fairness) people having more opportunities in life to leverage the use of FairGlow.

Using the platform of choices and opportunities, the brand managed to convey the idea that a FairGlow user would consequently be in a position

to choose her life partner due to her fairer complexion.

Once the soap gained acceptance, the FairGlow brand was extended to include a cream - no mean task, considering the strong equity enjoyed by Fair & Lovely, the leader in the market. Realising that the offer of fairness through soaps and creams would no longer be sufficient and that the consumer was looking for relevant and credible value-adds, Mudra decided to define the pitch to 'blemish free fairness'.

The agency next tackled the 'disbelievability' factor among non users in order to provide complete confidence about the product and the ingredient Natural Oxy G, which set it apart from its rivals.

Targeting a core audience of 18+ girls who were already using beauty creams, the agency created advertising that offered blemish free fairness "or your money back". Using serials like Kyunkii Saas Bhi Kabhi Bahu Thi and Kaun Banega Crorepati while the shows were at their peak, the products climbed to become India's largest selling fairness soap becoming a Rs 1,000 million brand within two years. Press, point of sale and outdoor were also judiciously used during the brand launch stage to give a surround media effect for the brand.